Keep It Local | Local Media Association

Local Media Association
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Keep It Local explores how local journalism is evolving — and thriving — through innovation. Hosted by the Local Media Association, each episode highlights strategies that help newsrooms build community and revenue. 🎙️

  1. MAR 16

    The Opportunity for Local Media Companies With Reels

    Vertical video is rapidly becoming one of the most powerful tools available to local media companies — both for audience engagement and new revenue opportunities. In this episode of Keep It Local, Ryan Welton speaks with David Arkin of David Arkin Consulting about the findings from his recent LMII report on the opportunity for media companies using Reels and vertical video. They discuss how platforms like Instagram Reels, Facebook Reels, YouTube Shorts, and TikTok are changing how audiences consume news — and why local publishers should embrace vertical video as a key part of their digital strategy. Arkin explains how these formats can help media companies build stronger brand recognition, deepen audience loyalty, generate story tips, and unlock new advertising opportunities. The conversation also dives into practical strategies for newsrooms trying to build sustainable vertical video workflows and the importance of experimentation and consistency. Topics Covered• Why vertical video is reshaping how audiences consume news • Differences between Facebook, Instagram, and YouTube video ecosystems • How vertical video strengthens brand recognition for local media • Why these platforms are more about loyalty than traffic • New monetization opportunities through branded video content • The role of vertical video in AEO and search visibility • Practical newsroom strategies for producing effective Reels • Why consistency and experimentation are essential ResourcesDavid Arkin Consulting https://www.davidarkinconsulting.com Local Media Association https://localmedia.org

    1h 3m

  2. MAR 3

    How broadcast stations can turn “Best Of” into a 6-figure revenue engine

    For decades, “Best Of” programs have been associated with newspapers. But broadcast stations are increasingly discovering they may be even better positioned to win in this space. Julie Foley of Second Street joins Ryan Welton to explain how TV and radio stations are: Generating six-figure annual revenueGrowing newsletter lists by thousandsCapturing first- and zero-party dataBuilding stronger advertiser relationshipsUsing self-serve e-commerce tools to unlock new revenueAdding text-to-vote for incremental upsell We discuss real-world examples, including stations in Myrtle Beach, Biloxi, and Kentucky that are seeing measurable results. Julie also breaks down: • How to structure a nomination, voting and winners phase • What categories work best for broadcast • Why mindset — not market size — is often the biggest barrier • How to shift sales conversations from impressions to ROI If you lead revenue, audience development or digital strategy at a local station, this episode offers a practical roadmap. 🔗 Learn more: lab.secondstreet.com 📧 Contact Julie Foley: jfoley@uplandsoftware.com

    1h 3m

  3. FEB 23

    Winning with zero- and first-party data with Todd Handy

    Third-party data is fading. Privacy regulations are tightening. Platform referrals are shrinking. So what’s the plan? On this episode of Keep It Local, Ryan Welton is joined by Todd Handy, CEO of Disruptive Impact, to discuss his latest LMII report: Winning with Zero and First-Party Data. Todd explains: What zero-party is (and how it differs from first-party data)Why anonymous impressions are losing valueHow consent-based audience signals improve advertiser performanceThe connection between data strategy and audience trustPractical steps local publishers can implement immediately If you don’t have a clear audience data strategy heading into 2026, you’re behind the eight ball. 📘 The LMII report is available through the Local Media Association. LMII subscribers receive access. Others can purchase at localmedia.org. Would you like to sponsor the Keep It Local podcast? We have several packages available.

    17 min

  4. JAN 27

    Looking ahead to AI in 2026: Ways newsrooms can use it well

    Ethan Holland joins the Keep It Local podcast from Local Media Association to discuss the real state of AI in 2026 — from newsroom workflows and ethics to emerging tools that are reshaping how journalists work. Key Topics Why AI mirrors the early internetMultimodal AI and information digestionPrompting strategies that actually workEthics, accountability and newsroom policyLikeness and trustPredictions for AI’s next phase Guest Ethan Holland Vice President, Draper Digital Media Board Member, Local Media Association 🔗 ethanbholland.com

    32 min

  5. JAN 6

    How news audiences feel about AI use by newsrooms: What a new LMA–Trusting News survey reveals

    As artificial intelligence becomes more common in journalism, one question matters most: what do audiences actually think about newsrooms using AI? In this episode of Keep It Local, host Ryan Welton is joined by John M. Humenik, Chief Strategy and Operations Officer for Local Media Association, and Lynn Walsh, Assistant Director of Trusting News, to unpack findings from a new national survey on AI and journalism. The survey — conducted with more than 1,400 local news consumers — offers rare, audience-driven insight into trust, transparency, and the role humans must play when AI is involved in news production. In this episode, you’ll learn:Why nearly 99% of respondents say humans must review AI-assisted journalismWhich AI uses audiences are most comfortable with — and which raise red flagsHow transparency and disclosure affect trust in AI-assisted newsWhy AI familiarity among audiences leads to greater acceptanceHow newsrooms can use audience feedback to shape ethical AI policiesWhy AI literacy may be a trust-building opportunity, not a threat Humenik and Walsh also discuss how newsrooms can responsibly experiment with AI, communicate openly with their communities, and use audience expectations as guardrails — not obstacles — as technology continues to evolve. The full survey report is available at localmedia.org and is designed to be used inside newsrooms as a discussion and decision-making tool. About Keep It LocalKeep It Local is a podcast from Local Media Association focused on sustainability, innovation, and the future of local journalism. If you enjoyed this episode: Subscribe on your favorite podcast platformLeave a five-star review to help other journalists discover the showShare the episode with a colleague or newsroom leader

    32 min

  6. 12/09/2025

    How Lookout Local is proving local journalism can work | Keep It Local

    Lookout Local turns five this year — and its story offers one of the clearest roadmaps yet for rebuilding local journalism. In this episode of Keep It Local, host Ryan Welton talks with Ken Doctor, founder and CEO of Lookout Local, and Ashley Harmon, the organization’s chief of staff, about how Lookout launched during one of the most turbulent moments in modern journalism — and emerged with a sustainable business, a Pulitzer Prize, and expansion underway. Topics include: Why Lookout rejected the “start small” approachWhat made covering the Santa Cruz floods a defining momentHow community engagement and revenue work togetherWhy reporter visibility matters more than everHow Lookout’s app, newsletters, and short-form video strengthen relationshipsLessons learned expanding to Eugene-SpringfieldWhat profitability really takes in local newsWhy Lookout believes this is an unprecedented moment for local journalism This is a candid, practical conversation about what it actually takes to build a modern community newsroom — and why optimism may be justified heading into 2026 and beyond. ⭐️ Rate & review the podcast 🔔 Follow Keep It Local for more conversations with local media leaders

    34 min

  7. 11/10/2025

    How newsrooms can win on Giving Tuesday — and keep the momentum going all year long | Keep It Local

    Giving Tuesday strategies for newsrooms with LMA’s Kristyn Cooper Show Notes: On this episode of Keep It Local, host Ryan Welton sits down with Kristyn Cooper, director of fundraising initiatives at the Local Media Association, to explore how local newsrooms can make the most of Giving Tuesday. Cooper shares insights from two decades in the nonprofit world—covering how to normalize fundraising, connect storytelling to generosity, and build long-term donor relationships. Listeners will learn: How Giving Tuesday evolved into a $3.6 billion global movementWhy journalists already possess the skills to be great fundraisersBest practices for donor engagement and impact storytellingSimple ways to make giving easy and friction-free

    21 min

  8. 10/27/2025

    How local media can build recurring revenue like SaaS companies | Keep It Local

    In this episode of Keep It Local, host Ryan Welton interviews Todd Handy, founder of Disruptive Impact and board member for the Local Media Association, about his new report, The SaaS-ification of Media. Handy shares how local publishers can learn from software companies by focusing on recurring revenue, retention and customer lifetime value. Listeners will learn: What “SaaS-ification” means in practical terms for local mediaWhy advertiser churn is the “silent killer” of sustainabilityHow to run a Go-To-Market Audit to assess digital readinessWhy every publisher needs a CRM to track renewals and growthHow to start applying SaaS principles immediately — no matter your size Resources Mentioned: The SaaS-ification of Media — Purchase via Local Media AssociationContact Todd Handy: https://disruptiveimpact.coConnect on LinkedIn: https://www.linkedin.com/in/toddjhandy/

    22 min
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Keep It Local explores how local journalism is evolving — and thriving — through innovation. Hosted by the Local Media Association, each episode highlights strategies that help newsrooms build community and revenue. 🎙️

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